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Why The World Is Going Crazy For Ube

From being a classic pastillas and ice cream flavoring; ensaymada, hopia, and piaya filling; sapin-sapin and halo-halo topping; or even as a standalone snack, ube is a certified Filipino staple.

And it’s about time this Pinoy favorite got the international attention it deserves. Publications like GQ and The Guardian have started to take notice of the sweet purple yam, and as of this writing the hashtag #ube yields more than 146,000 posts to date on Instagram, all from different parts of the world.

Worldwide hit

Creative reinvention and fusion with Western desserts led to the emergence of this gastronomic transmutation. Ube has been incorporated to cakes, cookies, crepes, donuts, gelato, gnocchi, macarons, milk shakes, puddings, sandwich, soufflé, snow cones, and any other dessert variety you could think of.

It all started in Manila Social Club, a Filipino food hub in Williamsburg, Brooklyn, New York, which created the blockbuster “Ube Bae” doughnuts. You can take home a box of this NY hit for $40.

Nicole Ponseca of Manhattan’s Maharlika and Jeepney says it is like “a combination of pistachio and vanilla,” while Ginger Dimapasok of Café 86 in California hints at its “mild coconut notes.”

Food trends come and go, but for Ube, things have only just begun. “These purple sweets are about to begin a meteoric rise in the American food landscape,” says Yahoo.

Lucky for us, we can grab an Ube-topped halo-halo anytime.

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About the author

Diana Lyn Balbalosa Before joining eCompareMo as content writer, Diana wrote a lot of academic research, as well as articles on home improvement, lifestyle, and financial management. She's currently working on expanding her book and hair dye collection.

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